This weekend will be another winner for horror movies, with Happy Death Day powering into first place with a projected $26.5 million, according to Universal’s Sunday morning numbers. That puts it miles ahead of Blade Runner 2049, which failed to broaden its audience this weekend, and is down 54% to $15.1 million, for $60.6 million in total.
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September destroyed the previous September monthly record for total box office take, with $800 million or so (we won’t know the exact figure until after the weekend), which tops 2016’s record of $616 million. Granted, this is almost entirely due to It’s record breaking run, and the rest of the month was merely average. Kingsman: The Golden Circle was the only other film to come close to $100 million. October doesn’t look any better, as far as depth is concerned. Blade Runner 2049 is widely expected to be the biggest hit of the month, but it is the only film expected to reach $100 million domestically. Boo 2 should be the second biggest hit of the month, while there are only a couple of other films that have a shot at $50 million. Part of the problem is the level of competition, as there are 16 films opening during the four October weekends. (Needless to say, some of the predictions below will be a little short, as there’s not much to say about a film that will barely open in the top ten and disappear two weeks later.) That’s way too many and most will be buried by the competition. Last October was a flop, as no film earned more than $100 million at the box office. There were a few films that came close, including the original Boo! movie. As long as Blade Runner 2049 matches expectations, 2017 should win the year-over-year comparison by a small margin. If we get one surprise hit, then 2017 has a real shot at closing the gap with 2016 by a significant margin. I choose to be cautiously optimistic.
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July was... well... let's just pretend it didn't happen. Dawn of the Planet of the Apes did well, but week after week 2014 fell further behind 2013 in the year-to-date comparison. At the moment, we are roughly $400 million behind last year's pace and while I don't think August will continue the losing streak, there's really no chance August will put a dent in that number. It looks more and more likely that Guardians of the Galaxy will be a hit, especially given its early reviews, but it could be the last $100 million hit till October, if the bad buzz surrounding Teenage Mutant Ninja Turtles turns into bad ticket sales. Last August there were two films that reached $100 million, plus two others that came close. This August might match that, while the biggest film this year should top the biggest film from last year. I think the slump 2014 is suffering through will end the first weekend and overall I think it will cut the deficit a little bit. That said, summer 2014 will still end as one of the worst recent summers at the box office.
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It is not a particularly strong week for limited releases. There are a few that are earning good reviews, but almost none are earning good reviews and any buzz. Cold in July is one of the exceptions and its reviews and star power could have resulted in a fast start, but it is also playing on Video on Demand.
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